Back in February, I wrote about a startup called Cube that was trying to build a point-of-sale system for small and medium-sized businesses that would eventually give analytics about inventory.

Cube has since pivoted, and now they’re going after a completely different market under a new name, SlidePay. They’re trying to offer a payments API for third-party developers that want the ability to accept credit card payments through a reader.

For example, Joist, an app for contractors who might do repair work on homes, now has a way to accept payments through a Square-like reader without kicking their customers out to another payments flow.

SlidePay is essentially a white-label version of Square. Square doesn’t currently offer an API for third-party developers, but hasn’t ruled out the possibility of building one.